Babycham is celebrating its 60th anniversary with a new look.

Accolade Wines has brought forward the release of its new packaging for Babycham following the success of a recent consumer promotion to drive sales.

Both the glass and foil have been replaced and rhe glass is now clear and the foil now gold. The new design is part of the mission to ‘bring back the sparkle’ to Babycham and follows hot on the heels of the 60th anniversary promotion which offered limited-edition glasses via an on-pack promotion, and also included the re-launched

Accolade Wines marketing controller Amy White said: “We are delighted to be releasing the new-look bottles ahead of schedule. Our research tells us that Babycham’s new look will open up the brand to year-round listings, and reinforce the opportunity for everyday enjoyment. We believe that it also now establishes a clear position for Babycham, notably extending the franchise to the 25-45 year-old female target audience.”